Grade 7 ELA Advertising Classroom Activity

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1 This classroom activity introduces students to the context of the performance task. This ensures that students are not disadvantaged in completing the skills the task intends to assess. Contextual elements include understanding the situation of the task, potentially unfamiliar concepts associated with the situation or setting, and key terms or vocabulary students will need to understand in order to engage with the performance task. This classroom activity is also intended to interest the students in the task they are to complete. This activity should be easy to implement and contains clear instructions. Please read through the entire classroom activity before beginning the activity with students. This will ensure that all classroom preparation is completed before the activity begins. Resources Needed: Chart paper, whiteboard, or chalkboard Markers or chalk Learning Goals: Students will understand what advertising is and how it works Students will understand how advertising is used and how it appeals to consumers Students will understand the key terms: o Advertising: the act of using announcements to call attention to a product or service that a company provides o Marketing: the act of buying or selling goods or services on a market o Consumer: a person or group who uses a good or service o Base: the most fundamental group of consumers for a product o Demographic: a portion of the population who have the same characteristics o Subconscious: involving thinking processes that a person is not fully aware of o Glittering generalities: in advertising, the use of one appealing word to market a product o Transfer appeal: in advertising, transferring ideas or emotion from one thing to another o Fear appeal: in advertising, playing upon a consumer's insecurities o Testimonial: in advertising, the endorsement of a well-known person or group o Emotional appeal: in advertising, attempting to create feelings such as anger, jealousy, sadness, or joy in a consumer o Bandwagon: in advertising, the suggestion that everyone is doing something because others are doing it o Plain folks appeal: in advertising, the attempt to appeal to consumers by using images of regular people o Snob appeal: in advertising, the attempt to appeal to consumers by using images of glamorous or elegant people Definitions are provided here for the convenience of facilitators. Students are expected to understand these key terms as they arise in the context of the task, not to be able to recite the definitions. [Purpose: The facilitator's goal is to give students an introduction to how advertising is used and to help them understand why it is a very complex issue.] Copyright 2016 Key Data Systems 1

2 [Note: The following classroom activity can be modified to accommodate various teacherstudent interaction types such as a teacher-led discussion with the entire class, teacherstudent discussion for remote locations with a single student, or small groups.] Facilitator says: "Today, in preparation for your performance task, we are going to have a discussion about something that is very familiar to most Americans today advertising. What is advertising?" Facilitator asks: "To put it very simply, advertising is the use of announcements to call attention to a product, service, or idea. In most cases, it attempts to convince people to buy or use a product or service, but that is not always the case. Sometimes it tries to convince people to think a certain way, which may be the case for a public service announcement or an ad for a politician who is running for office. Where do we encounter advertisements on a regular basis?" Facilitator says: "Sometimes advertisements can be very hard to avoid! You find them on television and radio commercials, in newspapers and magazines, on signs and billboards, and on the Internet." Facilitator asks: "Many people have a favorite advertisement. Do any of you have an advertisement that you especially like?" Facilitator asks: "Advertisements such as these are particularly memorable. There are also some ads that are memorable for the wrong reasons. Some ads are so good that they make you want to buy the products that they advertise, while others are so bad that they have the opposite effect. Think about commercials or printed ads that you like and do not like. What makes them memorable?" Facilitator says: "Advertisers work very hard to make their ads memorable. Some will even argue that a bad ad that a consumer remembers is better than a good ad that they do not! Some ways that advertisers make ads memorable is by using music, flashy imagery, and catchy slogans. A more subconscious way of making ads memorable is by using different types of appeal." Facilitator says: "We are now going to talk about some of the appeals that advertisers use to get consumers to buy their products." Facilitator says: "One example is called glittering generalities. Glittering generalities involves the use of language. This is usually the use or repetition of one single word that Copyright 2016 Key Data Systems 2

3 has a very vague meaning but that appeals to a person's values. What are some examples of words like these?" dignity freedom fame integrity justice sensational sophisticated beauty delicious love respect Facilitator says: "Another example is transfer appeal. When an ad uses transfer appeal, it incorporates an idea that has nothing, or very little, to do with the product it advertises. For example, an advertisement for a type of cologne may show someone driving a beautiful antique sports car. An ad such as this would produce the same types of feelings in the consumer that the advertiser would want the cologne to, and it would create an association. Another example might be an advertisement for a new car that includes images of nature, such as a waterfall or a quiet forest. This would imply that people who appreciate nature would also like this type of car. Can anyone think of other examples?" Facilitator says: "Fear appeal is advertising that plays upon a person's insecurities. Ads using fear appeal will often make people uneasy about things that are not dangerous in the traditional sense. These types of ads are often used to market cosmetics and personal care products. Can anyone give any examples?" wrinkle cream deodorant dandruff shampoo Facilitator says: "One type of appeal that you are probably very familiar with is the testimonial. Ads using testimonials often include celebrities to advertise products. Health products often use testimonials from prominent doctors or from medical associations. How Copyright 2016 Key Data Systems 3

4 effective do you think these ads are? Would you buy a product just because a movie star or famous athlete was in its commercial?" Facilitator says: "Emotional appeal is one of the most common appeals used in advertising. Emotional appeal in advertising plays upon our emotions to get us to feel a certain way about the product or service they offer. Ads that appeal to people who are parents might show images of children in order to make the consumers think about their own kids. Since Americans love their pets, an ad might show images of cute kittens or puppies, even if the product or service it is advertising has nothing to do with animals. Public service ads and political ads tend to rely on emotional appeal the most. What emotions might an ad try to play upon?" joy sadness anger jealousy pride Facilitator says: "Many people like to do things because their friends do them, or even just because they think their friends are doing them. This type of appeal is called bandwagon. If you see a commercial for a new type of soda that you had never tried but in the commercial, a huge crowd of people is shown at a party and every one of them has a bottle of this soda in their hand, what would you think about an ad like this? Would it compel you to give this soda a try?" Facilitator says: "There are two more types of appeals that seem to be complete opposites of each other, plain folks appeal and snob appeal. Plain folks appeal uses images and ideas of regular people, such as farmers and country people. It implies that a product trusted by the average Joe is honest and reliable. And then there is snob appeal. Ads using snob appeal show beautiful, glamorous, sophisticated people probably not the average people who will be buying their products. This type of advertising appeals to the desire for wealth and social status. Which do you think is more effective and why?" Copyright 2016 Key Data Systems 4

5 Facilitator says: "You will learn more about advertising and how it is used in the performance task you will be completing. You are now ready to complete your performance task." [Collect all notes from students and remind them they cannot be used during the performance task.] Copyright 2016 Key Data Systems 5

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